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Ubisoft Builds Buzz for 'Just Dance 3' With Preview Weekends at Hilton Bonnet Creek

Photo: Courtesy of Hilton Orlando Bonnet Creek

Ubisoft, maker of the popular Wii game Just Dance, tried something new to build buzz for the third installment of the game, set to be released October 11: two  public preview events at the Hilton Orlando Bonnet Creek. More than 1,000 people stopped by the free events August 6 and 13 to try the game in a room near the resort’s pool.

“We were contacted by their PR agency about getting Just Dance 2 for their summer promotions, and I kind of one-upped them and said for those dates they could show Just Dance 3 for a debut,” said Michael Beadle, Ubisoft’s associate director of public relations. “It was pretty unanimous that it made a lot of sense for us in terms of the resort. It’s a really big, high-end resort, very family-friendly, and they attract our core audience.”

Ubisoft sent one of its Frag Doll team members to serve as host of the dance parties. The Frag Dolls are a team of professional female gamers recruited by Ubisoft to play and promote games at industry and community events. The company also sent two of its dance crew team members to lead participants. With the game projected onto a large screen from PSAV Presentation Services, attendees tried to follow along to the dance moves from popular songs. The winners of each round received prizes such as copies of the currently released versions of Just Dance.  

Ubisoft used the Just Dance Facebook and Twitter accounts to promote the preview events and to share photos after the fact. The hotel promoted the events through its social media accounts and its blog, and also created “Just Golf” and “Just Spa” promotions at the golf club and Guerlain spa in the adjoining Waldorf-Astoria Orlando.  

The first promotional event was scheduled for July 30, but a last-minute technical glitch forced organizers to revert to using Just Dance 2 for that event.


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